As we find ourselves in a new year, which hopefully will be very different from last year, it’s time to think about your 2021 marketing plan.
We talk to a lot of potential clients who know that they could do things differently, review their marketing plans more in order to optimise them and make them more effective. But they just don’t have the time to focus on the task.
As it tends to be quieter at this time of year, it is often the best time to sit back and review current marketing activities with the view of seeing if we can do things better by introducing some new tactics into the existing plan.
This article is aimed at helping life science and pharmaceutical businesses do just that.
Life Science Marketing Tips and Ideas
Tip One: Review your digital assets
2020 really was the year of digital marketing. With many shows cancelled, meaning face-to-face interactions were reduced, life science and pharmaceutical companies had no choice but to focus more on digital marketing campaigns and related assets in order to continue working towards business success.
If you were pulling your brand assets together in house on an ad hoc basis, there may not have been a consistent look and feel across them. So now is the time to identify those which are not ‘on brand’ and update them accordingly. We have a fantastic creative team here at Zool, who can help you make sure all of your assets – both digital and printed – are consistent in terms of message, tone and look. We will make sure you put your best foot forward at all times.
Tip Two: Review your marketing message
At the same time as you are looking at your brand assets from a ‘look and feel’ point of view – you also need to think about the message they are sending. Are your assets working hard enough at getting your audience to do what you want them to do? After all, isn’t the point of all of your marketing to get visitors to convert into customers?
So, you need to take a look at all of your assets and review the marketing message they are conveying about your business – is it unique and are people taking action when they see what you are presenting to them? Many pharma and life science companies are facing stiff competition this year, and Zool can help you to make sure you are making the most of each message your target audience sees.
Tip Three: Repurpose existing content
Content marketing for life science and pharmaceutical companies can be a tricky process, as sometimes content has to go through lots of different approval processes before it can be published. To make it a more productive process is easy though, you just need to think about how you can get more out of every piece of content you have created – giving you much more ROI with a little less effort.
If you have a good amount of thought leadership content, for example, you could create a downloadable e-book containing pieces around the same topic and promote it via social media. Or take one of your whitepapers and break it down into smaller segments that you can use elsewhere. There are lots of different ways to repurpose content – and we can help you with that too.
Tip Four: Post topical content consistently
We bang on and on about how posting fresh content on your website is important – we really can’t stress it enough. Having fresh content on your site not only makes Google’s bots come back and crawl it on a regular basis, but it also encourages your customers to revisit your site regularly to consume your content.
But we know it can be difficult for pharma and life science companies to post consistently when they have so many other things to think about. At Zool, we help our clients to get over this hurdle, by working with them on content calendars – as many of them find having a structured programme in place helps them to deliver the content needed at regular fixed intervals.
Tip Five: Host your own (digital) event
As we have said, 2020 was a funny old year for pharma and life science companies – who for the most part, had their traditional marketing plans turned on their heads. The companies that have been successful in 2020, are the ones who have embraced the digital world and its technologies – and it is digital technologies that will be key for the world of events in 2021.
Virtual events have grown in popularity over the last 12 months, as a way of helping us to deal with the effects of COVID-19 and its related lockdowns. Even as we have started the roll-out of a vaccine which may help to bring this pandemic to an end – virtual events are still going to play a large part in the marketing campaigns for pharma and life science businesses in 2021 – at least. You can take advantage of this by hosting your own event, be it an educational science webinar or a workshop, to bring your prospects closer to your business and demonstrate what makes you stand out from the rest. If you’d like more leads, then you need to get in touch with us to see how we can support you in hosting your own event in 2021.
So, when it comes down to it – if you want to be successful in 2021, you need to be more strategic. Look at what you have already got (your website, your content and so on) as a good foundation to start from, and then work with us to improve their performance.
Start 2021 with a new outlook, by getting in touch with Zool today.
Life Science Marketing Tips for 2021
Digital Life Science / Feb 8, 2021
As we find ourselves in a new year, which hopefully will be very different from last year, it’s time to think about your 2021 marketing plan.
We talk to a lot of potential clients who know that they could do things differently, review their marketing plans more in order to optimise them and make them more effective. But they just don’t have the time to focus on the task.
As it tends to be quieter at this time of year, it is often the best time to sit back and review current marketing activities with the view of seeing if we can do things better by introducing some new tactics into the existing plan.
This article is aimed at helping life science and pharmaceutical businesses do just that.
Life Science Marketing Tips and Ideas
Tip One: Review your digital assets
2020 really was the year of digital marketing. With many shows cancelled, meaning face-to-face interactions were reduced, life science and pharmaceutical companies had no choice but to focus more on digital marketing campaigns and related assets in order to continue working towards business success.
If you were pulling your brand assets together in house on an ad hoc basis, there may not have been a consistent look and feel across them. So now is the time to identify those which are not ‘on brand’ and update them accordingly. We have a fantastic creative team here at Zool, who can help you make sure all of your assets – both digital and printed – are consistent in terms of message, tone and look. We will make sure you put your best foot forward at all times.
Tip Two: Review your marketing message
At the same time as you are looking at your brand assets from a ‘look and feel’ point of view – you also need to think about the message they are sending. Are your assets working hard enough at getting your audience to do what you want them to do? After all, isn’t the point of all of your marketing to get visitors to convert into customers?
So, you need to take a look at all of your assets and review the marketing message they are conveying about your business – is it unique and are people taking action when they see what you are presenting to them? Many pharma and life science companies are facing stiff competition this year, and Zool can help you to make sure you are making the most of each message your target audience sees.
Tip Three: Repurpose existing content
Content marketing for life science and pharmaceutical companies can be a tricky process, as sometimes content has to go through lots of different approval processes before it can be published. To make it a more productive process is easy though, you just need to think about how you can get more out of every piece of content you have created – giving you much more ROI with a little less effort.
If you have a good amount of thought leadership content, for example, you could create a downloadable e-book containing pieces around the same topic and promote it via social media. Or take one of your whitepapers and break it down into smaller segments that you can use elsewhere. There are lots of different ways to repurpose content – and we can help you with that too.
Tip Four: Post topical content consistently
We bang on and on about how posting fresh content on your website is important – we really can’t stress it enough. Having fresh content on your site not only makes Google’s bots come back and crawl it on a regular basis, but it also encourages your customers to revisit your site regularly to consume your content.
But we know it can be difficult for pharma and life science companies to post consistently when they have so many other things to think about. At Zool, we help our clients to get over this hurdle, by working with them on content calendars – as many of them find having a structured programme in place helps them to deliver the content needed at regular fixed intervals.
Tip Five: Host your own (digital) event
As we have said, 2020 was a funny old year for pharma and life science companies – who for the most part, had their traditional marketing plans turned on their heads. The companies that have been successful in 2020, are the ones who have embraced the digital world and its technologies – and it is digital technologies that will be key for the world of events in 2021.
Virtual events have grown in popularity over the last 12 months, as a way of helping us to deal with the effects of COVID-19 and its related lockdowns. Even as we have started the roll-out of a vaccine which may help to bring this pandemic to an end – virtual events are still going to play a large part in the marketing campaigns for pharma and life science businesses in 2021 – at least. You can take advantage of this by hosting your own event, be it an educational science webinar or a workshop, to bring your prospects closer to your business and demonstrate what makes you stand out from the rest. If you’d like more leads, then you need to get in touch with us to see how we can support you in hosting your own event in 2021.
So, when it comes down to it – if you want to be successful in 2021, you need to be more strategic. Look at what you have already got (your website, your content and so on) as a good foundation to start from, and then work with us to improve their performance.
Start 2021 with a new outlook, by getting in touch with Zool today.
